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A Love Affair
Between a devoted man and a seductive coffee bean
1890's: A Seed
The French Quarter in New Orleans, LA: Six year-old Edward accompanied his mother and grandmother here on their weekly shopping trips. It was here that he would watch cargo ships sail up the Mississippi and unload sacks of green coffee.
1914: From Scratch
Circa 1914, Oakland, CA: Edward Apffel (22 yrs.) equipped a bicycle with a hand-built wooden box to carry his coffees. This was his first delivery vehicle.
1915-1917: Challenge and Growth
Between 1915 – 1918, Oakland, CA: Owing to an increased customer base, Mr. Apffel (left) was forced to switch from bicycle to buggy to carry larger volumes of coffee.
May 1915
Mr. Apffel’s new workspace was in a garage he rented at 582 31st Street in Oakland. More space allowed him to use better equipment and produce more coffee. Below: The receipt showing Mr. Apffel’s purchase of his buggy for $30.00.
1919: Into a New Era
Circa 1920, Los Angeles, CA: Edward’s parents owned the California Importing Tea and Coffee Company. In 1919, Edward’s Father, Louis Apffel (far right) sold Edward the authority to transact business along with a 75% share in its ownership.
1918: Sold
June 1918: After months of deliberation, Edward enlisted in the United States Army despite being exempted from the draft. As a result, he had to sell his coffee business that had been his life for four years previous.